The spot explores how Vue Cinemas give viewers front row access to live shows, sporting events and a multitude of other programs and performances in an intriguing and fast-paced ad. The point is clear; that Vue Cinemas are not ‘just cinemas’ in the traditional sense but a platform for so much more.
The spot contains a collage of footage from clips of films and live experiences to elements of live action and more abstract design work. All of which travels in a fluid-like motion from one image to the next, set to the ethereal and emotionally provoking soundtrack by Solomon Grey. The linea design work of the spot links each piece of footage together and culminates to produce a bold eye visual on which the spot closes.
The concept of the piece, devised by Mill+ Director Rama Allen, is based around a wonder making, ‘magical machine’, an abstract representation of the diverse content on offer. The challenge for the Mill+ team was to, not only to design this ‘machine’, but to also find ways to animate it, reflecting the energy and movement of the live scenes.
Mill+ Art Director Adam Parry explains, ‘We were tasked with taking viewers on an emotional journey to really explore the entertainment on offer. Working closely with sound, cymatics and delicate fluid movements we looked to create something that feels very physical and mechanical but fluid and emotive too.
Another focus for us was to create the complex eye structure which helped to build continuity through the piece but also represented the ability of your eye to view all of this amazing content.’ In essence, we blended a variety of assets together and combined them to
create a ‘magical machine’ which transports viewers into a world of
Mill Colourist Mick Vincent explains, 'The key challenges with this job were to make the stock footage feel inspiring and to make it feel like it belonged to the whole piece.
The nature of the edit meant that the CG had to meld with the live action which meant that I had to transition my grades between every shot. This necessitated working closely with 3D during the evolution of the spot to make sure I could complete the grade without compromise.'